The Aussau brewery, based in Pau, southwest France, wanted to create a ‘local, organic and friendly beer brand around a crafted and authentic visual identity,’ says Pette Etcheverry, artistic director at Bleu Juin agency.
Etcheverry selected the distinctive shape of the Midi d’Ossau peak, well known as a symbol of the French side of the Pyrenees, as the basis for the identity. ‘While working on the theme of Ossau Peak – Aussau in the regional language – we oriented ourselves towards a design whose look is reminiscent of old American labels,’ he says.
The designer, whose agency is based in nearby Oloron-Sainte-Marie, designed the shape of the label to suggest an arch – as a ‘gateway to the Ossau valley’ – and used an engraving by French illustrator and lithographer Pierre Gorse (1816-75) as the basis for the design.
Etcheverry then applied Pop-influenced saturated graphic patterns to the range, along with what he describes as ‘heavy, craft-style typography’.
Aussau’s current range includes twelve beers available in 33cl, 75cl and 150cl bottles, and there are six new beers currently in production.